Brand and Expand Your Business: An Integrated Marketing Budget
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The document discusses how to create an integrated marketing budget focused on content marketing, lead nurturing, and measurement. It recommends developing content aligned with buyers' journeys, using nurturing campaigns to engage leads at different funnel stages, and measuring the contribution of content and campaigns to key metrics like pipeline and revenue. The goal is to understand which strategies and channels are most effective for driving engagement and business results.
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Brand and Expand Your Business: An Integrated Marketing Budget
- 1. Brand & Expand Your Business: An Integrated Marketing Budget www.act-on.com | @ActOnSoftware | #ActOnSW
- 2. Follow this webinar on Twitter #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
- 3. Panelists Paige Musto @PR_Maven Director of Communications Act-On Software Janelle Johnson @janelle_johnson Director, Demand Gen Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
- 4. Brand & Expand: An Integrated Marketing Budget www.act-on.com | @ActOnSoftware | #ActOnSW
- 5. Agenda • The empowered buyer • Magnetic content • Content for lead generation • Nurture campaigns • Measuring contribution • Q&A www.act-on.com | @ActOnSoftware | #ActOnSW
- 6. The Empowered Buyer www.act-on.com | @ActOnSoftware | #ActOnSW
- 7. The New Breed of B2B Buyer IS… • More connected • More informed • More empowered www.act-on.com | @ActOnSoftware | #ActOnSW
- 8. Magnetic Content www.act-on.com | @ActOnSoftware | #ActOnSW
- 9. Content Marketing Strategy Did you know: www.act-on.com | @ActOnSoftware | #ActOnSW
- 10. Map Content to Buying Cycle www.act-on.com | @ActOnSoftware | #ActOnSW
- 11. Content for Lead Generation www.act-on.com | @ActOnSoftware | #ActOnSW
- 12. 56% of advanced B2B marketers said content-based offers were their most successful campaigns. - Demand Gen Report Research www.act-on.com | @ActOnSoftware | #ActOnSW
- 13. Multi-Channel Marketing Promote valuable and relevant content across multiple channels to increase brand awareness and lead generation www.act-on.com | @ActOnSoftware | #ActOnSW
- 14. Content is Key to Engagement Develop a curriculum and content plan that matches a buyer’s journey. Become a trusted advisor by educating before selling. Get found by optimizing your content for search engines. Use paid advertising to bolster organic search. Reinforce content across multiple channels. www.act-on.com | @ActOnSoftware | #ActOnSW
- 15. Creating Content that Converts 1. Build the right foundation for your content campaigns 2. Identify the right content formula 3. Utilize content in lead gen/lead nurture campaigns 4. Measure the impact of your content campaigns 5. Get maximum mileage out of your content www.act-on.com | @ActOnSoftware | #ActOnSW
- 16. Repurpose Content 4 3 1 5 2 6 www.act-on.com | @ActOnSoftware | #ActOnSW
- 17. Drive Engagement with Content Marketing Multiple Channels • Promote content through multiple channels • Follow the buyer’s journey Continuous Process • Engagement is a continuous process • Nurturing is essential www.act-on.com | @ActOnSoftware | #ActOnSW
- 18. Lead Nurturing Campaigns www.act-on.com | @ActOnSoftware | #ActOnSW
- 19. What is Nurture? Engaging with and building a relationship with prospects and customers by providing relevant and timely information based on their needs, not yours www.act-on.com | @ActOnSoftware | #ActOnSW
- 20. www.act-on.com | @ActOnSoftware | #ActOnSW
- 21. Focus Nurturing on Funnel Stages Use nurturing programs to create leads and move them through the sales funnel, focusing on where a prospect is at in their buying cycle Introduce Act-On with lighter content – videos and white papers Offer persona-specific content to help aid buying process for prospect Decision-supportive content, post-sale programs, and ongoing customer communications www.act-on.com | @ActOnSoftware | #ActOnSW
- 22. What methods should I use in nurturing? 57% Sales calls 53% Email newsletters 50% White papers 48% Research-based/thought-leadership content 45% Webinars 43% Videos 31% Teleprospecting calls Social media 29% Direct mail 29% 27% Blog posts 21% Infographics Podcasts Advertorial/infomercial content 10% 9% Which of the following methods are most effective at nurturing leads? www.act-on.com | @ActOnSoftware | #ActOnSW N=282 Source: BtoB magazine: Lead Generation Research, July 2013
- 23. Measuring Contribution www.act-on.com | @ActOnSoftware | #ActOnSW
- 24. Analytics & Measurement www.act-on.com | @ActOnSoftware | #ActOnSW
- 25. Content Marketing Benchmarking Metrics • Which channels are performing best? • Page Views • Form completion/ abandonment rates • Content/asset downloads KEY: Keep your benchmarking metrics easy, understandable, and insightful www.act-on.com | @ActOnSoftware | #ActOnSW
- 26. Measure Revenue Impact • Which campaigns are performing best? • Pipeline Contribution • Revenue Impact • Where should I focus my marketing budget? www.act-on.com | @ActOnSoftware | #ActOnSW
- 27. Ready to Learn More? Interested in a demo Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com www.act-on.com | @ActOnSoftware | #ActOnSW
- 28. Q&A Paige Musto @PR_Maven Director of Communications Act-On Software Janelle Johnson @janelle_johnson Director, Demand Gen Act-On Software www.act-on.com | @ActOnSoftware | #ActOnSW
Editor's Notes
- At the awareness stage example content includes: visual content like infographics, helpful blog posts. White papers or eBooks, invitation to webinars and events.At the interest/consideration stage example content includes: Demo requests, product overviews, event/webinar invites and value guides.At the evaluation/purchase stage example content includes: Competitive differentiators, buyers guides, special offers/promo, and sales proposal.At stage 4 & 5 example content includes: onboarding information, training resources, product updates, renewal notices.
- Create Once – Use ManyRepurpose/reformat existing piecesBreak up longer content assets
- What do we need do to more effectively to sell and market? It comes down to needing to create content. A curriculum of content. A content plan that matches the buyer’s journey. How do you take them through that journey and become a trusted advisor? And how do you get found along the way? What are some of the techniques you are using? As a marketing automation company that focuses a lot on outbound (i.e. email nurturing), we found it is also very important to have an inbound capability. The ability to help customers get found. How does that search engine compliment the paid advertising you are doing. And then, how do you optimize that across all channels and touch points? Social is very important and marketing through social channels is critical. Because people are going to find you that way, and learn about you through social media. They are also going to get reinforcements through that channel.
- [Leo to add speaker notes from the “5 Steps to creating Content That Converts to Revenue” blog]
- A recurring question we hear time and again from customers and prospects is that they have a difficult time creating enough content to feed the engagement cycle. But you would be surprised how much content you do have. To make sure you are getting the most from the content you do have, repurpose and utilize content across multiple channels in multiple formats.People consume content quite differently from one another. Some prefer a blog post or an RSS feed, while others may be more interested in attending a webinar to get the information. What is important to remember is that offering information in variety of formats allows you to get more reach with the content that you already have.This slide here is an example of that type of repurposing content. We started with a white paper called “Getting Started with Marketing Measurement.” From there, we did an email campaign, we then posted it on our website so it can be found through the search engines, we have blog posts written about this so people can consume it in shorter, smaller bits. It was then turned into a webinar with the same title as the white paper. Then we could do social media promotions around it as well through twitter, Facebook and LinkedIn.This one white paper has become a rich source of useful content that can feed campaigns for weeks and possibly even months. It provides multiple touch points through multiple channels on one piece.
- Jay – 1 minute
- Aaron – 2 minute